Carlsberg rings in the Year of the Horse with a multi-touch CNY campaign

Carlsberg Malaysia is ushering in the Year of the Horse with a festive Chinese New Year campaign that blends auspicious design, on-ground experiences, and a wide-ranging rewards programme, all anchored on its long-running platform, “Brewing prosperity together”.

At the heart of the campaign is Carlsberg’s limited-edition Chinese New Year packaging, rolling out across cans and bottles. Inspired by the nobility of the Horse and the artistry of traditional Chinese lacquer art, the design features majestic steeds emerging from swirling clouds formed from Carlsberg’s signature hop leaf. Rendered in a palette of auspicious red, radiant gold, and the brand’s iconic jade green, the packaging symbolises forward momentum, smoothness, and rising prosperity for the year ahead.

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According to Stefano Clini, managing director of Carlsberg Malaysia, the festive identity is part of a unified regional rollout spanning Malaysia, China, Singapore, Hong Kong, and Vietnam. He said the campaign reflects the brewer’s commitment to creating meaningful moments of reunion and celebration across Asia, while reinforcing its purpose of “Brewing prosperity together”.

Beyond packaging, Carlsberg is extending the festive cheer through a series of on-ground activations and consumer promotions. One of the key highlights is the return of "CarlsCrib: CNY edition", taking place in Kuala Lumpur from 30 January to 1 February 2026. The event promises live house vibes, festive food, exclusive merchandise, and interactive experiences designed to bring consumers together in celebration.

In retail, Carlsberg is inviting shoppers to take part in its “Shaking prosperity together” activation at selected super and hypermarkets. With a minimum spend of RM288 on participating Carlsberg brands, shoppers can try their luck at the "Shaking prosperity tree" for instant rewards, including a limited-edition Carlsberg rummy set. The activation runs from 12pm to 5pm at selected outlets, turning everyday shopping into a festive moment.

The brewer has also lined up a series of purchase-with-purchase rewards across its portfolio. These include limited-edition rummy sets for Carlsberg and 1664 buyers, BBQ grills for Connor’s fans, and luggage bags for selected Carlsberg Smooth Draught, Sapporo, and Somersby purchases, with mechanics tailored for Peninsular Malaysia as well as Sabah and Sarawak.

Adding to the festive incentives, Carlsberg has partnered with 99 Speedmart for an angpow giveaway running from 1 January to 28 February 2026, offering shoppers a share of RM288,888 in cash prizes. Additional nationwide promotions span food courts, restaurants, pubs, bars, and convenience stores, with rewards ranging from cash prizes and Touch ‘n Go credits to contest entries for big-ticket items such as the iPhone 17 Pro.

Through its multi-touchpoint approach combining design, experiential marketing, and retail engagement, Carlsberg aims to make the Year of the Horse one marked by smooth celebrations, shared moments, and prosperity, all while reminding consumers to celebrate responsibly.

Last year, Carlsberg Malaysia is invited fans to spice up their lives, and cool it down in style, with the launch of World of Smooth 2025, a multi-sensory celebration that fuses fiery food, smooth beer, surprise drops, and live music. The campaign, which ran from September to November, aimed to transform everyday hangouts into unforgettable moments, all under the banner of #BestWithCarlsberg.

The campaign kicked off with its “Smooth & Spicy Food Trail,” a nationwide social video series that paired fiery local dishes with Carlsberg Smooth Draught’s silky finish. It featured content creators exploring iconic eateries across Kuala Lumpur, Penang, Malacca, and Johor, and included innovative activations such as the self-heating steamboat set in collaboration with MiX store. It then culminated in the two-day experiential “CarlsCrib: Smooth Edition” at Sentul Depot, KL, combining live music, fiery food challenges, and ice-cold Carlsberg, alongside limited-edition mini-Bluetooth speakers for fans—a multi-sensory celebration of “good food, good vibes, and the smoothest beer.” 

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